A NEW ERA

TitleA NEW ERA
BrandSOFTBANK CORP.
Product / ServiceSOFTBANK CORP.
CategoryA05. Use of Original Composition
EntrantGEEK PICTURES Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DRILL Tokyo, JAPAN
Idea Creation 3 POLARNO Tokyo, JAPAN
Production GEEK PICTURES Tokyo, JAPAN

Credits

Name Company Position
Yoshimitsu Sawamoto DENTSU INC. Creative Director/Planner/Copywriter
Ryu Tamogami DENTSU INC. Planner/Copywriter
Noriaki Onoe DENTSU INC. Planner/Copywriter
Shimpei Mizumoto DENTSU INC. Planner/Copywriter
Yu Takiguchi DENTSU INC. Producer
Naohiro Tanimura GEEK PICTURES INC. Producer
Yuki Taniguchi GEEK PICTURES INC. Production Manager
Kazuaki Seki KOE Director
Makoto Okuguchi tsujimanagement Cinematographer
Masami Noguchi Freelance Gaffer
Naoki Soma ATAKKANTE Production Design
Masanori Matsumoto Freelance Offline Editor
Haru Murata Freelance Online Editor
Mitsuharu Hayakawa digital egg inc. Online Editor
Daisuke Kawamura digital egg inc. Mix

Why is this work relevant for for Music?

We expressed the inner mentality of the message of “Be unbound”, by having a rock musician becoming unbound to his established genre, and taking on the new challenge of singing rap.

Background

Many people are controlled by the data limits of their smartphones, but we wanted to show people that they should not let such things control them; that they should face smartphones and other technologies properly.

Describe the creative idea

In the current state of affairs where people let their lives be controlled by the data limits of their smartphones, we used video and music to convey the message that people need to properly tame their smartphones as the ones in control.

Describe the strategy

As a movie that criticizes the situation of people being bound by their smartphones, we had a famous rock singer who had never once tried to rap, sing the hip-hop song “Be Unbound”.

Describe the execution

Mainly aired as a TV commercial, as well as on the web. The artist also actually released the song on CD.

Describe the outcome

Centering on the artist’s fans, it attracted quite a lot of attention. Many tweets were made about it on social media, and the rock musician's first foray into rap echoed broadly.

Links
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